As detailed in an April 2023 MDM Podcast episode with CEO Jeff Crane, ERIKS North America has undergone several years of significant change for the distributor of fluid handling, sealing and material conveyance supplies.

Pittsburgh-based ERIKS divested from its Netherlands-based parent company, ERIKS N.V. in March of 2022, followed by a slew of organizational leadership appointments, including Crane re-joining the company as its CEO in June 2023 after serving as its top executive from 2006 to 2015 when it was known as Lewis-Goetz. The company has also added a new CFO, COO, HR leader and Key Industry Director.

Meanwhile, the company announced in January 2023 that it acquired Canada-based fluid power distributor DeeTag and Louisville, KY-based Branham Corp. — a distributor of fluid handling, sealing and material conveyance this past November.

All of this change has culminated in a new brand identity revealed on Feb. 1: The company has changed its name to LGG Industrial.

LGG Industrial gave MDM the heads-up about the news, and spoke with us about what went into the rebranding.

MDM: The obvious first question is, why has ERIKS North America rebranded to LGG Industrial?

LGG Industrial: “This strategic shift honors the legacy of its founding companies, Lewis-Goetz and Goodall, while remaining focused on innovative solutions that drive significant value for customers.”

LGG Industrial CEO Jeff Crane: “This rebranding to LGG Industrial represents an inflection point in the history of our company, where our rich history and deep understanding of the industry meet our ambitions to bring a new level of service and value to the North American industrial market.”

MDM: Now that the dust has settled on several years of internal changes, was this rebranding a way of distinguishing the company on its own path?

LGG Industrial: LGG Industrial captures the knowledge, experience, and reputation that serve as the foundation of the company. In its next chapter, LGG Industrial is investing in its people, expanding its product and service reach, and investing in capabilities that raise the standard for service and value.

Crane: “We carefully crafted our new tagline: Tailored Solutions. Trusted Service,” continued Jeff Crane. “This reflects LGG Industrial’s dedication to providing highly specialized solutions backed by an unwavering commitment to customer satisfaction and a partnership built on trust. This trust is earned one transaction at a time and through the application of tailored solutions that continually save time and money for our customers.”

MDM: Is this rebranding purely in name, or are there any other changes that LGG Industrial customers can expect?

Crane: “We are excited to share this next step in our journey, but this is about so much more than a name change. LGG Industrial is the standard under which we will continue our unwavering dedication and service to the North American industrial market.”

LGG Industrial: “As the industry continues to evolve, LGG Industrial remains a steadfast partner dedicated to preventing downtime and enhancing operational performance. The company’s proactive approach, value-added services, and exceptional customer service ensure that the needs of customers are met with precision and care.”

MDM: Anything else our audience should know about LGG Industrial coming out of this rebranding?

LGG Industrial: “LGG Industrial offers a comprehensive suite of services designed to minimize the Total Cost of Ownership for its customers. Partnerships with top-tier manufacturers enable the company to provide unmatched customized and technical product solutions that encompass material handling, sealing, fluid transfer, and specialized fluid power hose solutions.”

Learn More

You can find much more info at www.lggindustrial.com. And if you haven’t, make sure you check out the aforementioned podcast with Crane.

On MDM’s 2023 Top Distributors Lists, LGG Industrial (then as ERIKS North America) charted at No. 42 for industrial distributors and No. 3 for hose/hose accessories distributors. The company is supported by Luther King Capital Management — an investment management services provider.